Better Ad Conversions By Making Simple Tweaks

If you’re running ads for your business and you aren’t getting the conversions you were hoping for, there is a good possibility that some tweaks need to be made.

Good Ads

CTR = 1 - 1.5% means your ads are hitting a good audience and they are liking your ad enough to click the link to learn more about what you’re offering

CPM = < $42 means the algorithm is favoring your ads and they are being sent out to the right people

Landing Page conversions = 3-30% means your landing page is converting decently (people are opting in or buying what you’re offering)

Great Ads

CTR = 2+%

CPM = < 30$

Landing Page Conversions = 7-65%

So if your metrics are not providing you data within either of these scenarios, you should consider some adjustments

Low CTR/CPM indicates your ads need some work. Things to test:

New Copy - Find some new hooks and angles for your ads. Try a different approach and copy lengths?

New Images - Try using images that make people want to “STOP” the scroll and look. Don’t be afraid to get out of your branding and try being bold

New Audiences - If you’re targeting cold audiences and they aren’t converting, try seeing if there might be some new pocket of interests you haven’t tried out before. Be open to new interests you haven’t considered.

Low Landing Page Conversions indicates your OFFER needs some work.?

If you are getting really good CTR’s but no conversions the first thing to do is make sure you’re using the right objective. (Traffic ads optimize for traffic, not conversions)

If your objective is correct, then low to no conversions means the page needs adjusting. Things to test:

Above the fold messaging - ensure what populates above the fold is clear, concise and direct. Is there a call to action?

Optimized for Mobile - simple check but often forgotten. The page NEEDS to be optimized for mobile!

Copy - Usually the messaging is the biggest breakdown. Does the offer convey the same messaging as the ad? Is it clear, concise and direct to your target audience??

Images - Too many images or too little can be issues. Same with many different elements of design. See if there are places to scale back on. (if you’re an ecomm, do the images on the page have a professional look and feel to them?)

Ads are all about testing. Getting data about your offer and your audience is key to understanding what they want and what works for sales.?

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